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  • Rewriting the Rules of B2B Marketing in Travel & Hospitality
Home › Industries › Travel, Transport and Hospitality › Rewriting the Rules of B2B Marketing in Travel & Hospitality

Overview

The Travel and Hospitality (T&H) industry is undergoing a transformation in how it engages B2B buyers. Traditional Account-Based Marketing (ABM) models—built around static campaigns and siloed data—are increasingly misaligned with the dynamic, real-time decision-making of today’s travel stakeholders. Salesforce’s Agentic ABM ecosystem, powered by Data Cloud, Marketing Cloud, and Agentforce, offers a new paradigm: intelligent, personalized, and autonomous engagement. By unifying fragmented systems, orchestrating contextual journeys, and deploying AI agents that adapt in real time, hospitality providers can meet modern buyer expectations and drive deeper, more resilient relationships.

Key Takeaways

 
ABM Must Reflect Real-time Buyer Behavior

ABM Must Reflect Real-time Buyer Behavior

Travel buyers—from corporate travel managers to event planners—expect timely, relevant engagement that responds to live triggers like booking intent or RFP submissions. Static seasonal campaigns no longer suffice.

Unified Data is the Foundation for Precision

Unified Data is the Foundation for Precision

Salesforce’s Data Cloud integrates booking systems, loyalty data, CRM, and third-party feeds into a continuously refreshed 360° account view, enabling predictive segmentation and targeting.

AI-driven Personalization at Scale

AI-driven Personalization at Scale

Marketing Cloud enables dynamic content tailored to specific personas—whether MICE planners, premium leisure guests, or procurement leaders—across email, apps, booking engines, and sales outreach.

Autonomous Execution with Agentforce

Autonomous Execution with Agentforce

Agentforce deploys AI agents that monitor buyer signals, generate personalized proposals, and optimize campaigns without manual intervention—dramatically improving speed and relevance.

New ABM Channels and Metrics Are Emerging

New ABM Channels and Metrics Are Emerging

Hospitality media networks like Marriott Media and Expedia Ads offer surround strategies during buying windows, while RFPs now demand value across cost, carbon impact, and traveler experience.

 Ready to reinvent your ABM strategy?

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